More consumers are dropping their Target shopping habit.

By Brad Tuttle
August 17, 2016

This article originally appeared on Money.

If you’ve been shopping less at Target lately, you’re not alone. Foot traffic in stores is down 2.2%. Comparable store sales fell 1.1% during the May-July period, the first time in two years there’s been a decline during these months.

And Target is now saying that it anticipates further strife in the months ahead: The company is projecting that sales will dip as much as 2% during the third and fourth quarters of 2016—which include the key back-to-school and holiday shopping seasons—after previously forecasting growth between 1.5% and 2.5%.

This is all according to the earnings report released by Target on Wednesday for the second quarter of 2016, ending July 30. Understandably, shares of Target stock have been taking a beating as a result, down around 5% early on Wednesday. Why are shoppers turning away from Target? Here are some reasons:

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